McDonald's Case by Hemanth Macharam under the guidance of Prof Sameer Mathur.

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BEGINNING
OF THE
BRAND

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Richard & Maurice Donald started
McDonald’s in 1937
Ray Kroc purchased
McDonald’s in 1955
McDonald’s first started with hotdogs

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MASCOT
Ronald McDonald is the cartoon
character used as the primary
mascot of the McDonald’s fast
food restaurant chain. In
television commercials ,the clown
has a world called McDonald Land
and has the adventures with his
friends McCheese , The
Hamburglar , Grimace , Biride The
Early Bird , and the Fry Kids. In

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How big the company is!!!!

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NUMBER OF QUANTITY
OUTLETS 39600
COUNTRIES THEY SERVE All over the world
CUSTOMERS VISIT DAILY 100 million +
EMPLOYEES 375000

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Risks Faced

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JACKLING THE RISKS

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By introducing the new and variety of healthier items in the menu.
By reduction of items in the menu and focussing on the customization
of its products.
By controlling on the expansion and focussing on the Brand values and
proving the quality of food and services to the customers.

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I
N
N
O
V
A
T
I
O
N
Core brand values

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BUILDING BRAND EQUITY
BRAND REVITALIZATION THROUGH BRAND
EXTENSION (Ex : McCafes)
THEIR SMART MARKETING AND CHOICES
ELEMENTS

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BUILDING BRAND EQUITY

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AD CAMPAIGNS

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Summary
• McDonald’s initially started with hotdogs in 1937
by McDonald Brothers.
• 1st store was started in 1940 by McDonald
Brothers.
• In 1955 Ray Croc franchised the company
Globally.
• Ronald McDonald is the Muscat.
• Continues to grow and expand at a very high
speed.

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Disclaimer
Created by Hemanth Macharam , Emerald’s Advanced Institute of Manage
During a Marketing Internship under Prof. Sameer Mathur , IIM Lucknow